Snackbrands, home to some of Australia’s most famous snack foods including Kettle, CC’s, Cheezels, Thins and more, has appointed cummins&partners as its new creative agency.

Snackbrands, part of the global Intersnack Group,  is one of the country’s leading snack makers. The appointment kicks off a full creative partnership, with cummins&partners leading brand strategy, campaign development, social media strategy and management, and production across the full portfolio.

The partnership marks a big moment for the category, with bold, fun and flavour-filled campaigns on the horizon.

James Deysel, marketing director of Snackbrands, stated, “In a world where snacking is serious business, we needed an agency that understood both the art and the science of it. cummins&partners brings the creativity, the strategic smarts

Lily O’Connell, senior account director at cummins&partners, added, “This is the dream gig. Snackbrands isn’t just any snack company. They’re the snacks we all grew up with, battled our friends for, and demolished on road trips. This partnership is packed with creative potential, and we’re ready to build campaigns as bold, fun and satisfying as the products themselves.”

“With a portfolio that includes some of Australia’s most loved (and most fought over) snacks, cummins&partners and Snackbrands are ready to stir things up – because if you’re licking the flavour off your fingers, the ads should be just as good,”  the agency commented.